Dive Brief: 

• Twitter rolled out a new feature Tuesday that will make Twitter photos and Vine videos more prominent in users' feeds by no longer requiring a click to expand. 
• So far, the rollout only applies to Twitter photos and Vine videos, not other media.
• Depending on which source you read, the new format may or may not be applicable to Promoted Tweet as of yet.

Dive Insight: 

Being able to post media into Twitter feeds without relying on users to expand the tweet is an excellent improvement for marketers. Users will still have to click for videos to play, but any photos will automatically be seen. Even if the function isn't live for Promoted Tweets yet, it likely soon will be. With its upcoming IPO, Twitter needs to show value for as many revenue streams as possible. For advertisers, this is huge news because the new feature allows brands to essentially buy display ads on the platform.